P&G’s female hygiene care brand Always is launching a campaign that celebrates the “Like a Girl” phrase, which is traditionally considered quite insulting. These words are usually said to influence a teen girl and make her feel uncomfortable when she behaves in a “childish” way, but should this phrase sound so bad? In fact, a little miss’s stereotype-free and free-style approach is awesome, and doing things «like a girl» is in fact great as this means doing things with strength and confidence.

The team behind the project conducted an experiment—they asked a few teenagers to run, hit and kick the ball like a girl. Then, they asked the participants to explain what exactly it meanе to do something “like a girl,” why they thought it was offensive and if it really should have been an insult. As it turned out, in the end of the experiment female participants switched to another attitude towards that phrase and started feeling proud rather than humiliated when heard it.

The campaign developed by Leo Burnett Chicago, London and Toronto agencies follows in the footsteps of Dove with its massive female empowerment initiative. On its official site, Always is encouraging adolescent girls and women to join the battle “to make sure that girls everywhere keep their confidence throughout puberty and beyond, and making a start by showing them that doing it #LikeAGirl is an awesome thing.” Consumers are encouraged to participate by uploading their photos and videos illustrating the power of women on Instagram using hashtag #LikeAGirl.

“In my work as a documentarian, I have witnessed the confidence crisis among girls and the negative impact of stereotypes first-hand,” shares Lauren Greenfield, filmmaker and director of the #LikeAGirl video. “When the words ‘like a girl’ are used to mean something bad, it is profoundly disempowering. I am proud to partner with Always to shed light on how this simple phrase can have a significant and long-lasting impact on girls and women. I am excited to be a part of the movement to redefine ‘like a girl’ into a positive affirmation.”